K-POP Rises as Korea’s Global Icon…Spreading Even to Educational Institutions Worldwide

As K-POP solidifies its position at the heart of Hallyu, its influence is expanding into global education and commercial sectors. A vocational school in Niigata Prefecture, Japan, opened a K-POP entertainment program in October 2017, becoming the first institution in Japan to offer such a course. Guided by the educational philosophy of “learning from Korea’s birthplace,” the school fosters exchanges with Korean schools and provides opportunities for students to study in Korea, allowing them to gain experience performing on street stages as well. In surveys conducted among foreigners, K-POP has been chosen the most frequently associated image with Korea for seven consecutive years. This global recognition is also spreading into commercial areas. A large record store in central Tokyo, Japan, dedicates an entire floor—out of eight—exclusively to K-POP, reflecting the genre’s strong presence there. An industry insider commented, “K-POP’s ability to continuously produce global artists is truly remarkable.” The spread of K-POP culture is also evident in West Des Moines, Iowa, United States. The “Mins Studio K-POP & Gifts,” opened on February 1 by local business owners Emma Lee and James Lin, is the first K-POP specialty store in Iowa. Designed as a one-stop shop, it offers albums, merchandise, stationery, and Korean beauty products all in one place. Lin explained, “It used to be difficult to buy (K-POP merchandise), so we had to travel to stores outside the state, and shipping costs were high. It’s great that we can now get these items locally.” K-POP fan culture is also becoming globalized. The practice of dancing to K-POP choreographies is spreading worldwide, and fans waving hand signs written in Hangul at concerts has become a common sight everywhere. The popularity of Hallyu content has also increased interest in learning Korean. The number of candidates taking Korean language proficiency tests and the competition rates for Korean language programs at foreign universities have risen significantly. K-POP fans are pursuing Korean language studies to enjoy Hallyu content more deeply. A popular music critic noted, “The culture we create is not merely a means to generate profits; it has a profound impact on youth around the world. It serves as a medium that offers dreams to some and a sense of community to others,” predicting that Korea’s soft power through K-POP will continue to grow.